NFL and Genius Sports extend and expand data and video partnership

The National Football League (NFL) and Genius Sports have agreed a multi-year extension and expansion of their existing tech partnership to power NFL fan experiences through official data and video distribution.  

Genius Sports will remain the NFL’s exclusive distributor of real-time, official play-by-play statistics, proprietary Next Gen Stats data and the League’s official sports betting data feed to media companies and sports betting operators globally.  

In addition to exclusively distributing official NFL data, Genius Sports will continue as the sole supplier of official NFL watch and bet low latency live games to sportsbooks internationally and will now exclusively represent the in-game advertising inventory. 

Genius Sports continues to be an official reseller of the NFL’s advertising inventory and the NFL’s sports betting advertising inventory in the US, leveraging Genius Sports’ proprietary FANHub platform.

As part of the agreement, Genius Sports and the NFL will also collaborate on further activation opportunities with FANHub. 

The expansion of the partnership will also see the NFL and Genius Sports powering innovations. In 2023, the partnership launched BetVision, the world’s first immersive sports betting streaming solution for local and national NFL low latency live games on phone and tablet in the US, as well as the EA SPORTS Madden NFL Cast in 2024, a fully branded live broadcast.

“Across data, video, advertising, and integrity services, Genius has proven to be an important strategic partner through the first four seasons of our partnership,” said Brent Lawton, VP of business development & strategic Investments at the NFL. “We are excited to extend and expand our partnership as we continue to partner on innovative ways to deliver content to NFL fans.”   

“The NFL delivers a tremendous platform to accelerate our business, and we are thrilled to extend and grow our strategic partnership,” adds Mark Locke, CEO of Genius Sports. “Our expanded NFL partnership further strengthens our leading position at the heart of the sports technology ecosystem, and represents a key milestone in our FANHub rollout, setting a new standard for data-driven immersive experiences for NFL fans, broadcasters, teams, sportsbooks, brands, and sponsors.”